Pay to Play
When The Culling first launched in October 2017 on PC and Xbox, it’s quirky take on the Battle Royale genre earned it some fans and a degree of interest. However, due to the immense success of PlayerUnkown’s Battleground, its playerbase soon fell into decline and the developers Xaviant abandoned the game within three months. Then in July 2018 The Culling II was released, much to everyone’s surprise. Sadly, the game was patently in an unfinished state and was poorly received by fans and critics alike. There was a degree of animosity towards Xaviant for walking away from the first iteration of the game and then expecting players to pay again. Due to the ongoing popularity of Fortnite, this sequel was dead in the water within a matter of days with players unable to find anyone else to compete against. Not even a speedy transition to a free to play business model could save it.
Thus everyone assumed that The Culling as a franchise was over and done with. Whenever a new video game genre establishes itself, there are always winners and losers as developers seek to jump on the bandwagon and capitalise on the success of one market leader. So it was somewhat of a WTF moment when developers Xaviant announced that a revised version of The Culling would be relaunched on May 14th. The game has now been renamed The Culling Origins and will feature improved graphics, a revised HUD and more robust AI. However, the game retains its core take on the Battle Royale genre. Owners of previous versions will be able to download the new version for free. At present this iteration of the game will only be available on Xbox but the developers intend to bring the title back to Steam as soon as possible.
There’s nothing unusual about a developer tweaking a product and making numerous attempts to bring it to the market. Whether developer’s Xaviant are showing stoic fortitude or simply flogging a dead horse is up for debate. However, the standout aspect of this game relaunch is the business model. New players will pay $4.99 USD, which will grant them a one day trial period. After the trial they're limited to one free game a day and should they wish to play more they'll have to spend a “match token” for each subsequent game. Match tokens can be earned by winning an online match or purchased through Xaviant for real money. Token packs start at $.99USD for three match tokens and go up to $4.99 for 20 tokens. Alternatively, players can choose to purchase seven days unlimited access for $1.99 or 30 days for $5.99, roughly equivalent to $70 (just shy of £60) for a year. The loot crates seen in previous versions of the game have been removed.
We have seen many changes in video game business models in recent years. Subscriptions have been replaced by free to play and live services revenue schemes. The Season or Battle Pass is the standard for the Battle Royale genre. The base game is free and you are then “optionally” charged for cosmetics items, weapon unlocks and sundry perks. It is an act of hubris to move to a pay to play model and the fact this has been undertaken by a minor player in the market is even more curious. Now let’s clarify what is meant by the term “pay to play”, because at some point there is a cost associated with any video game that someone has to pick up. In this case the term means having to pay incrementally to continue to play the game. In essence this is a virtual version of the old coin-op arcade games. If you don’t want to spend a single penny on The Culling Origins beyond the purchase price, you have to win every time you play to earn the appropriate token for the next game. Chinny reckon.
The concept of ownership in parts of the leisure industry is waning. Companies prefer recurring payments rather than a single one off transaction. A decade ago console game developers objected to the second hand games market. They briefly tried to tie the use of physical media to a unique activation code to prevent resales. However, the transition to online live service games ultimately solved this problem for them. I do not object to paying a monthly fee to play an MMO, as I can play as much as I want during that time without restriction. But the idea of having to pay to play a single match in some games or for a fixed period of time such as an hour, is not something I find palatable. Free to play has negatively impacted upon game design. Impediments are built into a game that can be “fixed” by money. Paying per game would be even more detrimental in this respect. I’m sorry Xaviant but I hope this model fails. It is not something I want to see gain any traction in mainstream gaming.
